X0303 4 2010-01-21 0 0001400400 DemandTec, Inc. DMAN 0001297845 Fishback Daniel R 1 FRANKLIN PARKWAY BUILDING 910 SAN MATEO CA 94403 1 1 0 0 Chief Executive Officer Common Stock 2010-01-21 4 S 0 26600 7.275 D 85400 D Common Stock 2010-01-22 4 S 0 25400 6.847 D 60000 D Common Stock 18 I by Trust1 Common Stock 18 I by Trust2 Common Stock 316089 I by Trust3 Sale effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on October 24, 2008. Average sale price of $7.275 consists of the following blocks: 300 shares were sold at $7.02 per share; 100 at $7.03; 800 at $7.04; 200 at $7.045; 1100 at $7.05; 1900 at $7.06; 2200 at $7.07; 1300 at $7.08; 1200 at $7.09; 300 at $7.10; 1600 at $7.11; 600 at $7.12; 200 at $7.13; 500 at $7.14; 600 at $7.15; 1300 at $7.16; 500 at $7.17; 300 at $7.18; 81 at $7.19; 619 at $7.20; 200 at $7.25; 100 at $7.30; 100 at $7.32; 100 at $7.36; 100 at $7.39; 100 at $7.44; 100 at $7.46; 200 at $7.47; 3100 at $7.50; 100 at $7.51; 200 at $7.52; 200 at $7.53; 300 at $7.54; 2700 at $7.55; 31 at $7.56; 569 at $7.57; 400 at $7.58; 280 at $7.59; 1920 at $7.60 and 100 shares were sold at $7.67 per share. Average sale price of $6.847 consists of the following blocks: 600 shares were sold at $6.75 per share; 300 at $6.755; 700 at $6.77; 200 at $6.775; 2200 at $6.78; 300 at $6.785; 2400 at $6.79; 600 at $6.795; 700 at $6.80; 200 at $6.805; 600 at $6.81; 1200 at $6.815; 3600 at $6.82; 700 at $6.83; 1200 at $6.84; 200 at $6.85; 256 at $6.86; 444 at $6.87; 700 at $6.88; 1825 at $6.89; 2875 at $6.90; 1300 at $6.91; 400 at $6.92; 300 at $6.94; 266 at $7.00; 400 at $7.01; 200 at $7.02; 334 at $7.05; 100 at $7.06 and 300 shares were sold at $7.07 per share. Shares held by the Annie Fishback Separate Share Irrevocable Trust Shares held by the Megan Fishback Separate Share Irrevocable Trust Shares held by the Fishback Family Revocable Trust u/d/t March 5, 2001, Daniel R. Fishback and Lady Bess Fishback, Trustees By: Michael McAdam, Attorney in Fact For: Daniel Fishback 2010-01-25